How I increased my ebook conversion rate by 20.7% with the help of interactivity
Posted: Wed Jan 22, 2025 12:07 pm
Lead conversion is one of the main foundations of a Digital Marketing strategy. Any increase in the conversion rates of your materials can generate extraordinary results for your company.
And the number one way to achieve improvements in your conversions is through testing. Testing comes from ideas, and ideas need to be prioritized and tested to constantly improve our results.
But even if you come up with a great test, sometimes the idea falls apart due to instagram database other problems. Often because of a phrase that many marketing professionals constantly hear: we won't be able to implement this, we'd need a developer .
How frustrating this has always been for me! I don't know how you feel, but it's like a bucket of cold water. That's when I find out that my ideas can't be tested and I'll have to prioritize the less creative actions on my list.
Well, I actually have to confess that this used to frustrate me before I met Ion and all its possibilities .
Ion is Rock Content’s unique platform for designing and creating interactive content – no developers required. It simplifies complex testing and opens up a huge range of options.
Ion's features allow you to take the user experience to another level that simply isn't possible with one-sided, static content. But I needed to be sure how that reflected in numbers.
So, in this article, I'm going to show you:
how were my initial experiences with this amazing tool;
a step-by-step study;
the results of the first optimization project in an interactive content.
But first, we must make a brief digression to understand what interactive content is.
After all, what is interactive content?
When we talk about interactive content, some people might imagine objects moving around on a page, or something along those lines. But interactivity goes much further than that.
I could summarize interactive content as content in which the user is immersed and completely active throughout the entire experience.
There are several types, the most common are:
calculators;
infographics;
ebooks;
questionnaires;
solution seekers;
inter alia.
Advantages of interactive content
In addition to capturing user attention, interactive content provides something critical to marketers: data .
As users navigate through your interactive experience, you collect intelligence from their responses, preferences, page clicks, sessions viewed, and a wealth of other information that can be valuable to you… as long as you know how to take advantage of this information.
Below, I’ll show you how I used this information to boost the results of an interactive ebook by increasing the submission rate of that piece by 20.7%.
Let's go together to see this success story!
Case Study: How Interactivity Helped Me Increase Rich Content Conversion Rate by 20.7% in Two Months
Before I start talking about the practice of what I did to increase this conversion rate so much, I must give you a background on the origins of this project. Where did it come from? What are the objectives of this study?
The challenge that changed my perception
I must admit that at the beginning of this study, my level of knowledge about Ion and its possibilities was very superficial, because I had only joined the Rock Content team 5 months ago.
I was used to building with static landing pages within marketing automation tools and had no idea how big my limitations were for testing and optimization.
That's when the team supervisor, Marina Cordeiro, challenged me to improve my knowledge and test in practice the world of possibilities that the Ion tool offers to marketing professionals.
The challenge was as follows:
choose an already released interactive content;
define an improvement goal for him;
promote and present my learnings.
Since I like to be challenged, I immediately accepted and began the first stage of the project: choosing the material .
Content chosen for the study
Important note: the story I'm about to tell you concerns a marketing material originally aimed at a Brazilian audience, which will eventually be published in Spanish as well.
A few months ago, I published an interactive ebook called " Build a Lead Generation Machine ."
Despite its interactivity, the landing page for this material had been created within our marketing automation tool and was 100% static, as you can see below:
After conversion, the user received this complete interactive ebook:
I saw in this material an excellent opportunity to carry out my studies and begin to explore the possibilities of the Ion tool. The next step was to define the KPIs and objectives of the project.
Project Objective
If my goal was to increase lead generation, the main indicator could not be different: the conversion rate of the material ( number of conversions / number of visitors ).
Once the indicator was defined, I looked for historical data to understand the current situation and define the objective of my project.
The material had been released 2 months ago and presented the following results so far:
Number of page views: 2430
Number of presentations: 728
conversion rate: 29.9%
With 2 months of execution, I defined that the objective of my project would be to increase the conversion rate of the material by 15%, going from 29.9% to 34.3% in 2 months.
Analysis and brainstorming
My next step was to understand the testing possibilities that Ion could provide me and I was surprised to learn that:
Multiple versions of content can be created for the same URL.
You can define the percentage of traffic you want to distribute to each of them.
All you have to do is enter a value from 1 to 10 in the left column, where 10 is 100% of the traffic. See how it works in the image below:
I had a lot of ideas to test and little time to execute the project. This Ion feature allowed me to do exactly what I needed: run multiple tests simultaneously.
After some brainstorming and benchmarking , I decided which ideas I would prioritize to optimize this material.
Unlock th
And the number one way to achieve improvements in your conversions is through testing. Testing comes from ideas, and ideas need to be prioritized and tested to constantly improve our results.
But even if you come up with a great test, sometimes the idea falls apart due to instagram database other problems. Often because of a phrase that many marketing professionals constantly hear: we won't be able to implement this, we'd need a developer .
How frustrating this has always been for me! I don't know how you feel, but it's like a bucket of cold water. That's when I find out that my ideas can't be tested and I'll have to prioritize the less creative actions on my list.
Well, I actually have to confess that this used to frustrate me before I met Ion and all its possibilities .
Ion is Rock Content’s unique platform for designing and creating interactive content – no developers required. It simplifies complex testing and opens up a huge range of options.
Ion's features allow you to take the user experience to another level that simply isn't possible with one-sided, static content. But I needed to be sure how that reflected in numbers.
So, in this article, I'm going to show you:
how were my initial experiences with this amazing tool;
a step-by-step study;
the results of the first optimization project in an interactive content.
But first, we must make a brief digression to understand what interactive content is.
After all, what is interactive content?
When we talk about interactive content, some people might imagine objects moving around on a page, or something along those lines. But interactivity goes much further than that.
I could summarize interactive content as content in which the user is immersed and completely active throughout the entire experience.
There are several types, the most common are:
calculators;
infographics;
ebooks;
questionnaires;
solution seekers;
inter alia.
Advantages of interactive content
In addition to capturing user attention, interactive content provides something critical to marketers: data .
As users navigate through your interactive experience, you collect intelligence from their responses, preferences, page clicks, sessions viewed, and a wealth of other information that can be valuable to you… as long as you know how to take advantage of this information.
Below, I’ll show you how I used this information to boost the results of an interactive ebook by increasing the submission rate of that piece by 20.7%.
Let's go together to see this success story!
Case Study: How Interactivity Helped Me Increase Rich Content Conversion Rate by 20.7% in Two Months
Before I start talking about the practice of what I did to increase this conversion rate so much, I must give you a background on the origins of this project. Where did it come from? What are the objectives of this study?
The challenge that changed my perception
I must admit that at the beginning of this study, my level of knowledge about Ion and its possibilities was very superficial, because I had only joined the Rock Content team 5 months ago.
I was used to building with static landing pages within marketing automation tools and had no idea how big my limitations were for testing and optimization.
That's when the team supervisor, Marina Cordeiro, challenged me to improve my knowledge and test in practice the world of possibilities that the Ion tool offers to marketing professionals.
The challenge was as follows:
choose an already released interactive content;
define an improvement goal for him;
promote and present my learnings.
Since I like to be challenged, I immediately accepted and began the first stage of the project: choosing the material .
Content chosen for the study
Important note: the story I'm about to tell you concerns a marketing material originally aimed at a Brazilian audience, which will eventually be published in Spanish as well.
A few months ago, I published an interactive ebook called " Build a Lead Generation Machine ."
Despite its interactivity, the landing page for this material had been created within our marketing automation tool and was 100% static, as you can see below:
After conversion, the user received this complete interactive ebook:
I saw in this material an excellent opportunity to carry out my studies and begin to explore the possibilities of the Ion tool. The next step was to define the KPIs and objectives of the project.
Project Objective
If my goal was to increase lead generation, the main indicator could not be different: the conversion rate of the material ( number of conversions / number of visitors ).
Once the indicator was defined, I looked for historical data to understand the current situation and define the objective of my project.
The material had been released 2 months ago and presented the following results so far:
Number of page views: 2430
Number of presentations: 728
conversion rate: 29.9%
With 2 months of execution, I defined that the objective of my project would be to increase the conversion rate of the material by 15%, going from 29.9% to 34.3% in 2 months.
Analysis and brainstorming
My next step was to understand the testing possibilities that Ion could provide me and I was surprised to learn that:
Multiple versions of content can be created for the same URL.
You can define the percentage of traffic you want to distribute to each of them.
All you have to do is enter a value from 1 to 10 in the left column, where 10 is 100% of the traffic. See how it works in the image below:
I had a lot of ideas to test and little time to execute the project. This Ion feature allowed me to do exactly what I needed: run multiple tests simultaneously.
After some brainstorming and benchmarking , I decided which ideas I would prioritize to optimize this material.
Unlock th